MBAC6990 Capstone, Concordia University Chicago, US
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Assignment : Evaluating an Investment
Prepare a comprehensive 3-page proposal based on the research done in Assignment. You need to identify what innovations & investments (think beyond the obvious) are necessary to help the company achieve an improved financial performance, increase global market share, and secure competitive advantage in the future.
Consider yourself a management consultant; you need to make a recommendation to the company regarding which areas are key to making strategic investments and pursuing innovation in order to achieve the greatest success possible in the future.
What change initiatives would you create and why?
The result of your research will be your recommendation regarding where the company selected should be making strategic capital investments.
You goal is to make as compelling a case as possible regarding what types of strategic investments should be made to ensure the company;s future success.
Where should they invest and why?
What will be the expected "pay-back" to the company from making these investments?
What might be the consequence of NOT making the recommended investments?
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Netflix International is an American based media-content provider. The headquartered of Netflix is situated in Los Gatos, California. Netflix was established in 1997 by two individuals namely Reed Hastings and Marc Randolph (Patches, 2019). The essential business of Netflix is its membership based services offering internet gushing of multiple media content like various web series, movies and TV shows. In the year 2019, the organization currently has a massive 148 million paid subscribers throughout the planet.
2. Identifications of Innovations and Investments
Bringing financial profitability along with increasing the global market share and to secure a competitive advantage in the future can be done via the proper app development of Netflix. If the Netflix App could be made more responsive along with adding more contents in the database then it would mean the viewers are presented with more options (Macrotrends, 2019). Along these lines, if the subscription cost is reduced, it will attract new potential viewers. An increasing number of viewers would mean a financial foothold along with increasing global market share.
3. Changing Potential Initiatives
It would be recommended to the higher authorities of Netflix to invest in such places where the financial outcome could be profitable. If Netflix would invest in initiatives such as the app development and database management then the resultant profitability is expected to show an upward curve (Travis, 2018). The initiatives should be taken keeping in consideration of the culture that Netflix plies on. Each and every potential initiative should be kept transparent to every layer of the organization’s paradigm. Engagement of the stakeholders would be necessary along with leveraging the informal solutions. All in all, the initiatives should be done so that Netflix should assess as well as adapt.
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4. Types of Strategic Investments
The investment strategies help an organization to enhance its chance of success in the market. There are various investment strategies that could be utilized by Netflix to improve its financial performance and increase global market share. Moreover, the strategic investments will enhance the competitive advantage of the company in future (Patches, 2019). The strategic investments will help in overcoming the poor potential investments that are not right for a company. The types of strategic investments that should be adopted by Netflix are: Income investing, Value Investing, Growth Investing, Small Cap Investing and Social Responsible
5. Areas of Investments
Netflix must invest in various fields to become successful financially. Netflix must mainly focus its investment on the technical fields. The technical field of Netflix constitutes the application development and also adding more content in its application. Moreover Netflix must make its app’s more users friendly, which will allow customers of all segments to handle the apps easily (Netflix, 2016). There are has only three variant plans like the basic plan, standard plan, premium plan. Thus, the media streaming organization must introduce more plans which would be low in cost. This operation of prce reduction will allow the organization to gain more
customers. Special discounted plans also could be started by Netflix to attract more customers towards it.
6. Expected Paybacks
The revenue collection of Netflix in the year 2018 was around 1578.6 US dollars. The number of paid subscribers was calculated to be more than 9 million in the fourth quarter of 2018 (Travis, 2018). To increase its expected payback Netflix must eliminate its weaknesses. The weaknesses of Netflix are that its free cash flow decline and the vast amount paid for the licensing on new contents. If this media streaming organization can cope up with its weaknesses then it will be able to become more successful in future. The expected payback of Netflix in the year 2019 is estimated to be around 2505 US dollars; the expected payback will increased
because Netflix has gained more customers on the financial year of 2019.
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7. Aftereffects of not making the necessary investments
If Netflix fails to make necessary investments in the demanding areas of investment, then it might fails to get the required financial investments and might loses it competitive advantage.
Also the company might fail to get the expected payback if the organization will not make the necessary investments in the technical field and provide fresher contents to the paid customers (Finder, 2019). Netflix must also reduce its plan charges to gain the competitive advantage in the market. As its competitors like Amazon prime, HBO GO, Hulu Plus are providing contents to the customers at a lower price.
8. Recommendations for making Capital Investments
With more than 150 million subscribers it is already the largest media content provider but hopes to increase the subscriber count. In that case, to attract potential subscribers, Netflix should target the developing nations and this can be done by reducing the cost of subscription. The weakness of Netflix like declining free cash flow should be addressed as early as possible (Netflix, 2016). Netflix should consider collaborating with app development giants in order to create even more interactive interface. Learning from the competition is another vital aspect that Netflix should consider. Lastly, it is recommended that if Netflix could initiate some regular customer feedback programs, it would be beneficial to retain the existing subscribers.
It can be concluded that if Netflix could invest in fields of interactive app development along with adding stacks of new content in their database it will most likely improve the financial condition of the brand. Along these lines, addressing the necessary problems and to create an innovation solution could result in a gigantic increase in market share. Addressing the needs of the customers would further mean that Netflix could retain the status of being the best media streaming organization of the world.
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